should we care about "wine bloggers"?

should we care about the:

ryan opaz - vrazon.com

www.vrazon.com - www.ryanopaz.com - www.dwcc.co

http://www.vrazon.com

http://www.ryanopaz.com

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measuring success

Audience?

Awards?

Recognition among peers?

Ability to sell wine



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he sells winewww.vrazon.com - www.ryanopaz.com - www.dwcc.co



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not everyone wants to be robert parker



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not everyone wants to be a journalist



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start with the word: “blog”



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• from the contraction of web+log = blog

• started as a piece of software

• adopted by news agencies, marketers and “average joe’s”

• today all of these could be considered “blogs”: Instagram, Youtube, FB, G+, Twitter, Wordpress, Blogger, Vine and more.



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quickly: what is a wine blogger?



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not so easy.



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target the ‘blogger’



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bloggers are:companies hobbyists

consumers journalists

critics shop owners



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Targeting Bloggers? • Demographic - Age, Location, Gender, Interest

• Reputation - Both in wine and on their site. Focus on their online brand.

• Audience - Don’t discount small audiences, depends on your demographic. Small vs. Big, both have benefits. Interests play a part here too.

• Cost - Free is often free of value. What do you need to offer to achieve your goal.



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traditional wine bloggers• Demographic - Lot’s of diversity, there are bloggers for

almost any niche. Though individual sites are often very focused on a small segment.

• Reputation - Can be quite good in the wine world, though there is a lot of variation. It is not hard today to find out who the reputable bloggers are. How are they seen outside the wine niche.

• Audience - SMALL and often self referential, wine and sometimes food focused.

• Cost - Cheap, will work for flights and food.



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other bloggers• Demographic - Lifestyle, Travel, to a lesser extent food -

these areas have sites with broad demographics

• Reputation - We make too much of this as it pertains to wine. Online profile can be quite strong here. See who they are influencing online.

• Audience - Tech, Sport, Lifestyle and Travel - These are the big ones. With bigger numbers at the entry levels

• Cost - Sometimes you get what you pay for. Consider paying a bit more for smaller groups of higher value players. They often do not work for free.



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So should we care about the wine bloggers?



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Current Importance• To the trade - We like to navel gaze, this is good when

discussing certain topics

• As content generators - you can use this content to promote projects, often it can be quite good if you know what you want

• Noise makers - if you want hashtag buzz they can do it well

• Events - They can boost an events online chatter quick

• Future employees - Hiring a marketing guy? Sales person? Look at the blogger, they can make a business grow˜fast



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How they can improve?• Be different - Wine on the Rocks, GaryVee, Old Parn,

Terroirist, ViniiTV

• Give wine Context - An assortment of adjectives in haiku format does not a wine blogger make.

• Bring wine to life - Stop demanding people make time for it apart from their lives. Insert it into their current lifestyles.

• Stop using the ‘L’ word - Wine is not a math class, it’s a social lubricant



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yes bloggers matterjust make sure to find the right one for your needs



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thank youryanopaz.com - www.2014.dwcc.co



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should we care about "wine bloggers"?

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